Together We’re Accelerating The Good

We are all about positive impact. Our purpose is to: Help all brands be good for the world

…because good businesses, effectively telling their impact story, results in greater positive impact being created.

It’s our duty to help accelerate change in the world, be it correcting social, or environmental problems. We simply cannot sit idly by and wait for corporations or the government to do so.

Our Impact Model

We’ve been developing our impact model progressively since 2016. It began as simple orphan sponsorship because that is near and dear to our hearts. While it’s a great thing to do, and we continue to do it, it isn’t connected to what we do as a business. This is why we continue to invest energy to refine it.

We are committed to helping impact enterprises develop their brand and brand story. The outcome we seek for all we help, is that their brand story and marketing is so damn good, they achieve success they’ve never dreamed of.

Many founders are struggling with their brand, and doing amazing things in the world, but without the budget for the help they need. We can’t sit by and let that be the reason they don’t succeed.

Our impact streams have evolved over the past years. And we continue to experiment with them and their impact measurement. The following general metric is in place for now. Stay tuned to see what we will be adding to our impact measurement soon!


Our Online Impact Brand Story Program, free to cash strapped impact businesses of all kinds via our Impact Karma Seed.


Brand or marketing projects are expertly handled by our team. While not free, funds are matched via our Double the Goodness Grant up to $10,000.

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Our Monthly Marketing Munchies. Free online workshops where we deconstruct essential marketing topics in 20mins.


Brand or marketing projects are expertly handled by our team. While not free, funds are matched via our Double the Goodness Grant up to $10,000.

How these streams are relevant

We choose to work with organisations who have a positive social or environmental impact, or the intent to come on that journey with us. And who generate healthy profits. This combination is important as it means sustained positive impact.

Can you see how these impact streams are related to what we do? And how they are aligned with who we work with?

They make far more sense for our team, and are more aligned to our purpose and values than our orphan sponsorship (which we continue to do). The storytelling of this impact is beginning for us now and only time will tell us what our clients feel about co-creating the impact with us. We are confident they will connect with it, because they connect with us.

How you can contribute to this impact

We wouldn’t be here without our awesome clients and The Sponge community. We are grateful for the amazing people who help us get closer to our goals.

Sometimes these people are our new clients. Sometimes they are the people who refer a friend to us –  a brand in need. Or who simply share our story with their own network. There is no action too small. Each helps to grow our shared impact.

You can help too!

Do you know a good business who could benefit from our services, or the impact streams on this page?

By choosing to work with us, profitable and impactful brands are helping other impact businesses grow. Changing the world for the better, faster. Simply because part of our profits from those awesome projects are invested in teaching, coaching and doing good for the other world-changers who need it the most.

So, go on! Share our story. Co-create this world change that we all need. Tell your friends to book a free consultation with us. So we can watch this impact grow out of control!

Where to start with your Impact Brand Story?

Like navigating any path, you need to start by knowing exactly where you are. Getting your bearings. Then you can map out a course.

We have a tool to help your brand with that. It’s our brand story audit. We review an exhaustive list of elements from your brand against the three criteria we’ve been exploring in this post, plus one more: Design. Because your brand collateral has got to look awesome too! We are a branding agency after all 😉

The report we produce includes scores for each item you submit, across each criterion, and an overall score and commentary on how best to improve each item. We prioritize each element and provide an action plan to work through to get you where you need to be. The ultimate goal is a rich, authentic brand story that is communicated effectively and consistently throughout all your materials.

We also include an hour long consultation to discuss the report to ensure you have clarity and your questions are answered.

Our Latest Thoughts

Humbling Words from Awesome People

  • The Sponge is enabling small business to focus on essential elements of marketing/strategy. I used to go in circles and best guess engagement with customers; I didn’t understand my target market. The Sponge gave me a real wake-up call: To realise how much time and money I was throwing away for no return. The learning was interesting and interactive. Now, I feel in control and focused.

    Sue Lea Timely Business Solutions
  • We were in the middle of re-branding and wanted to know how better to market our product including how better to tell our story. This webinar provided practical marketing techniques, and rationale to explain the benefit of this strategy. The 'light bulb' moment for me was making the connection between the power of storytelling and marketing our brand.

    Susan Perry CEO CommunityGro
  • Branding is a familiar concept to comms & marketing professionals like myself. But it’s often a mystery to other staff, and for brand to be authentic, unique and indispensable they all need to be on board. This training helped me clarify branding to everyone in our organisation. Now they’re all part of the brand redevelopment crew, identifying and sharing stories that resonate with our values and purpose. Thanks, Luke, for launching our journey to uncover the brand that ‘comes from within’.

    Avril Janks Communications and Marketing Coordinator
  • The Sponge’s perceptive sensibility guarantees a perfect match between your business and its presentation to the world. They makes your values, ethics, goals, and the 'feel' of your business shine through every aspect of your brand.

    Geoff Walker Sydney Massage Time Pty Ltd
  • I recommend The Sponge’s services to new and established organizations who are looking to differentiate themselves from the “ordinary” and stand out from the crowd.

    Annette Wright InfoGenesis Pty Limited
  • One of Luke’s talents is his ability to move people and organizations from the creative to the innovative, commercializing ideas and inventions.

    Rodney Marks Hoax Speaker
  • I have had The Sponge involved in several IT based projects over my years working as a Software Developer. Each project has seen results that have exceeded expectations and I highly recommend them.

    Shane Wisniewski Wesfarmers Industrial and Safety
  • I usually don’t believe in one stop shops, because of the inability to be great across many areas, but The Sponge truly are the one stop shop for brand creation, innovation and lead generation.

    Mark Capelin Tribe Social Fitness
  • Luke and the crew at the Sponge helped set up our Corporate image as it stands today. They were extremely helpful and patient. They took the time to understand our business and brainstormed with us some of the essential elements and came up with various images until we were happy with the final one. Can't recommend Luke and his team enough. Thanks again Luke.

    Kim Lie Jom Complete Health Chiropractic
  • The Sponge team are great to work with. They translate your ideas and vision into something real and tangible and they truly want to make an impact to your business strategy with their valuable insights. We have been using them for over 10 years and would highly recommend their expertise.

    M Levonian William, Thyme & Prophet / Report Factory
  • A great vibe and energy brought to every project that The Sponge have led for me. Easy to work with, quick on the uptake of direction and prompt service. Will definitely be using The Sponge again and highly recommend.

    Lucette King NSW Department of Education
  • High level strategic thinking and their creativity makes them stand out. Quick turn around time and reasonable price make them the winner every single time.

    Syed Mujtuba Crescent Wealth
  • Awesome company with awesome creativity. After working with them over 2 years, The Sponge has successfully turned me from a happy customer into a raving fan!

    Jeremy Chen Claytan Australia
  • Great creative proactive company. Could not be happier with the works they both provided and suggested. Now our go to company for branding.

    Ross Thompson JHA Engineers
  • Awesome design. Easy to work with. Jobs are completed quickly. Highly recommended.

    Alexander Bont BONT
  • Luke and the team at the Sponge are truly artisans of their craft. They're AWARE, they DARE and DELIVER.

    Claude Di Ciano Richardson & Wrench Willoughby
  • Love their vision, love their work and mostly love the team!

    C. S. Chen Claytan Australia
  • The Sponge truly immersed themselves into our business, our team and our culture to develop a brand that not only captured our essence but more importantly; expressed it to the world.

    Mende Seljanovski Enth° Projects
  • The Sponge have been outstanding to work with. Their expertise, dedication and outstanding quality of work is second to none. I am grateful for their input into the design of our brand and website.

    Matt Malouf The Fortune Institute
  • Our brand looks better than we could have dreamed and The Sponge team managed to squeeze so much meaning into it that our prospects really get a sense of how we can help them.

    Darren Vardy Insolvency Options

We’re ready to help make your brand something to rave about.

Working with us is super easy.

Step 1:

Step 1:

Book a free consultation

Step 2:

Step 2:

Allow us to craft a plan for you

Step 3:

Step 3:

We’ll implement it together